LED lamps into the home lighting more difficult channel construction is the key

【China Building Materials Network] More than half a year has passed since 2011, and there has not been a good market in the LED home lighting industry. Just in May this year, all the major home furnishing lighting brands made a collective effort and held dealer meetings one after another. Relevant strategic positioning, product planning, talent reserve, channel strategy and so on gradually surfaced, A war of breakout has quietly kicked off. He Huahua, a consultant researcher at CIC, pointed out that a very realistic problem facing home lighting is channel construction. Channel construction not only faces high costs, but also faces fierce market competition. In recent years, in Beijing, Shanghai, Shenzhen and other first-tier cities, the penetration rate of LED household lighting has not increased on a large scale. Before that, many enterprises have actively explored second-and third-tier cities with broader market prospects, however, the cost problem caused by the sinking of channels has seriously hindered the expansion of the market. From the observation of the profits of lighting enterprises in 2010, enterprises with brand effect and excellent channels are the main beneficiaries of the market, but it can also be seen from various cost expenditures, channel construction costs in second-and third-tier cities account for more than 20 of the total sales, which is not affordable for SMEs. I have to say that the high cost of channel construction, the cumbersome intermediate links and the lack of marketing strategies are all restrictive factors that hinder LED from infiltrating into home lighting. According to the '2011-2015 China semiconductor lighting (LED) The industrial investment analysis and Prospect Forecast report shows that in order to get rid of the influence of external and internal negative factors, in the first half of 2011, the overall home lighting industry sought breakthroughs with a positive attitude one after another by adjusting strategies such as strategic positioning, product research and development, marketing mode, channels and talents. The prospect of home lighting is still very broad, especially after LED cuts into indoor lighting, the market potential is even more unlimited. Zhang Yulin, research director of CIC, pointed out that from the perspective of the overall environment, the overall home market has experienced a downturn. Before LED lighting entered the era of civilian prices, the resistance faced by the promotion of LED household lighting cannot be small. At present, the rising cost of the industry has greatly affected the quality and credibility of LED lamps, weakened the confidence of consumers, and had an extremely bad impact on the development of the entire industry. Not only are small enterprises experiencing quality crisis, brand Enterprises are also facing a credit crisis. In the future, in the development of LED lighting market, more attention should be paid to reflecting the high-quality performance of products.